How can I drive more traffic to targeted landing pages?

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Today’s Ask an SEO question comes from Emmanuel in London, who asks:

“How do I drive traffic to my key landing pages when it’s distributed to other information pages?”

I try to effectively implement more keywords on my homepage to drive more traffic there as opposed to the main destination of the traffic.

Do I remove the content from this page and paste it on the home page, or do I have to tailor these pages to suit my needs? “

Emmanuel, the scenario you described is not uncommon and it looks like the keywords used on these pages and the associated search intent are the reason you are seeing these results.

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There are a few things you can do to drive more traffic to your key landing pages.

First of all, I want to respond to your comment on implementing more keywords on your homepage.

While your homepage tends to be the highest authority page, I prefer to focus on other landing pages besides the homepage. I would like too not recommends removing content from ranking pages and pasting it on the homepage.

In other words, instead of trying to optimize the homepage for all of my important keywords, I much prefer to optimize landing pages for specific topics, keywords, and intent.

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With that in mind, let’s go over some things you can do to remedy your traffic situation.

1. Examine rankings and queries at the page level

You need to determine the rank of each page and the queries that Google has associated with it.

If you aren’t already, be sure to track your ranking in an SEO tool, such as Semrush, SpyFu, SE Ranking, Rank Ranger, Moz, etc. (there are a ton of great tools out there).

Don’t just look at the ranking overview, but explore the rankings of each page instead.

Additionally, use Google Search Console to determine queries for each page.

When in Google Search Console, go to Performance and choose your schedule. I would recommend viewing the last three months of data and filtering by the page you want to analyze as shown below.

Google Search Console screenshot, October 2021

This analysis will allow you to better understand how Google perceives the content of your page.

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For the key landing pages you’re trying to drive more traffic to, check if there are any queries that match well but don’t rank well. Then, look for opportunities to better optimize the page.

For example, you might consider updating your page title and H1 to include these queries and / or ensure they are used in the page content.

However, you need to do a little more research first to determine the intent behind those search queries, which leads to the next tip.

2. Determine the researcher’s intention

I recently identified searcher intent as one of the main areas to consider with the future of SEO (you can read more here: How can we prepare for what SEO may look like in the future. ?).

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It’s not a new concept, but it just seems to keep getting bigger.

So how do you determine the researcher’s intention? It’s actually not that difficult.

Once you find the queries / keywords you want to better target for the page, do some additional research to see what Google considers the intent behind each of those keywords.

This is where SEO tools come in.

Most tools will show you the top ranking pages in the search results for each keyword. Go through the top ten to determine the intent of these pages.

Are they informative?

Are these shopping pages, such as product pages?

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Make sure the page you’re trying to optimize matches that intention. For example, if you are targeting a keyword and the top ranking pages are all informative, so should your page (and vice versa with buy pages).

Now what do you do if you have a product category page that you want to rank for instead of your info page?

You may consider adding an FAQ section on the page that includes frequently asked questions on this category with information rich answers.

This is also your chance to weave in more keywords.

3. Update internal links

One more thing you should consider is how you build internal links.

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Are you using keyword rich anchor text to link to your internal pages?

This approach will help you create a clear structure within your site and also build authority for the topics you are targeting with your landing pages.

Here’s a great article that delves into this concept: Site Structure and Internal Links in SEO: Why It Matters.

Once you’ve completed these steps, continue to monitor each page’s rank, as well as clicks and queries in Google Search Console.

You may need to make other adjustments to get that targeted traffic to your key landing pages.

More resources:

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Editor’s Note: Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts who have been handpicked by the Search Engine Journal. A question about SEO? Fill out our form. You might see your answer in the next #AskanSEO article!


Featured Image: Sammby / Shutterstock

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